Interesting how the guy avoids the questions of price of the color vs. monochrome display. And how the software is going to be more expensive than the display. Uploading the software onto the finished device might as well be the cheapest part of the whole process - developing has to be done only once. I would not be surprised if the OS on an ereader already supports color, and the control chip for the display possibly already accepts color input, but has to turn it into monochrome for display.

I think that the price of the display would be dependent on the buyer (manufacturer of the device).